A Bright Newcomer from Toyota
The Toyota Crown sedan, familiar as a Japanese service vehicle, has received an unexpected and very bright incarnation. Instead of the traditional black or white color, the car was wrapped in a bright pink film inspired by strawberries.
This unique car, named the “Ichigo Crown” (Strawberry Crown), was created to celebrate the 80th anniversary of the Tochigi Toyota dealer network in the eponymous prefecture. The choice of such a theme is quite logical, as Tochigi Prefecture is the leader in strawberry production throughout Japan.
A Car-Dessert
The design of this special Crown resembles sweets rather than a business sedan. On the pink body of the car, white color gradients are placed, along with images of local strawberry varieties: Tochiotome, Tochiaika, and Skyberry. The hood is adorned with a drawing of a pink castle, and on the sides, you can see three cartoon mascot characters: Tochimaru-kun, Ichigo-chan, and the Strawberry Monster.
Named the “Ichigo Crown,” meaning Strawberry Crown in Japanese, the car was created to mark the 80th anniversary of Tochigi Toyota, the manufacturer’s official dealer network in the region.
Technical Features and Presentation
The Strawberry Crown is based on the Z version of the sedan and is equipped with a hybrid powertrain. The combination of a 2.5-liter gasoline engine and two electric motors provides a total output of 234 horsepower, delivered to the rear wheels.
The unique model was presented to the public during the “Tochigi Strawberry Kingdom Day,” which took place on January 18th. The presentation was attended by the prefecture’s governor, Tomiichi Fukuda, who appeared in the guise of the King of the Strawberry Kingdom. The event also included a fashion show by local students, an art exhibition, and a strawberry dessert tasting.
Not the First Experience with Pink
This is not the first time Toyota has experimented with pink shades for the Crown model. The previous generation of this sedan also received a “strawberry” design from Tochigi Toyota dealers, and that car is still in their fleet. Furthermore, in 2013, a limited-edition special version of the Crown Athlete called “ReBORN PINK,” which had a rich pink color, was released for the Japanese market.
Such campaigns demonstrate how automakers can use local features and cultural traditions to create unique marketing projects. For Tochigi Prefecture, strawberries are not just a berry but an important part of the region’s identity and economy. Transforming a serious sedan into a symbol of a local brand is a vivid example of how a car can go beyond being a means of transport, becoming a carrier of an idea and part of the local culture. This approach not only draws attention to regional products but also creates an emotional connection between the brand and the community.